Your website is at the center of your digital marketing strategy, bringing together different advertising channels and avenues. Apart from having a professionally designed website, you will need to use SEO to make the site more searchable and visible. However, SEO is not a one-time event but rather a continuous process. In essence, you will have to continually improve your website and analyze how well your online presence relates to best practices. An SEO audit helps to check the health of your website and find great ways to optimize it, a factor that gives your online marketing efforts a major boost. If you are to maintain your ranking and achieve great results, you should do the SEO audit like a pro. With the competitive world in which businesses operate, only an ongoing process will help you maintain visibility.
What is an SEO Audit?
An SEO audit is a standard procedure that involves a general analysis of your website to identify actions that are required to improve search engine optimization. Any SEO service for small business will perform this process before completing any work. This process is based on the factors that matter to search engines and organic search engine results. The process will focus on auditing your rankings, existing content, backlink profile, technical infrastructure, and any other factors that could hinder your search performance. By doing this, you will have a better insight into your website, individual web pages, and online traffic. You will also be able to determine issues and opportunities as well as recommend the best fixes to ensure improved results.
Every SEO audit should be comprehensive. The audit should involve an analysis of both the structural and content components of your website that influence your search visibility. This way, the process will paint a clear picture of your current state. An SEO audit should be easy to understand, making it possible for you to identify the issues that have an impact on your priorities, goals, and revenue. Lastly, the audit has to recommend actionable steps and an easy-to-follow roadmap that will help you achieve your goals. When doing an SEO audit, make sure that the process is not rushed and that it is tailored to the unique needs of your site.
While most business owners are just focused on how to improve their rankings, it is important to understand that an SEO audit is a complex procedure. The process will cover several aspects of your business in a bid to establish the areas you need to improve on. Before you start, you should create a viable strategy that will act as a guide during the process and help you achieve your goals. As such, you maximize both your financial resources and time.
How to Perform One
Improving your search engine rankings means focusing on a combination of several complex factors that contribute to SEO. An SEO audit involves the analysis and improvement of any number of aspects. The audit is divided into these five large sections:
There would be no point in creating a website whose content search engines and users cannot access. To make sure your web pages are accessible, you should check XML sitemaps as well as the overall architecture of the site. Focus on improving the user experience and make your website mobile-friendly.
While accessibility is about the ability of crawlers to access your pages, indexability has a lot to do with how the pages are shown within search engines after accessing them. It would be important to ensure that your website is not on the bad side of search engines through offenses that can result in penalties. If you find out that your site got penalized, you should admit your mistakes and work on making the necessary changes.
Once your website is perfect, you will need to focus on the characteristics of your site’s pages that affect your rankings. These include content issues and single page issues. Create quality and relevant content that provides value to readers, making sure to avoid keyword cannibalization and duplicate content. Check your URL to ensure it is well-written and describes the content clearly and briefly. Lastly, use relevant keywords and ensure all your links are healthy and relevant.
An off-page analysis is centered on the popularity of your website in cyberspace. You will want to ensure that the site is not only popular but also inspires trust and has quality backlinks with the relevant keywords. Other aspects to focus on are page authority, retention rates, and the level of social engagement.
Competitive Analysis and Keyword Research
Once you are done with all internal issues, do an analysis of your competitors’ sites. This will allow you to know more about them and identify their weaknesses. The next step would be to do a keyword analysis so you can find high-performing keywords that will help you boost traffic and beat the competition.
My Optimization Isn’t Great, Now What?
If your SEO audit establishes that your optimization is not great, there are several steps you can take to improve your site’s rankings.
Publish Relevant Content
Quality and relevant content are among the factors that determine your search engine rankings. While it takes time to create quality content, you should ensure that your content is keyword-rich and provides value to readers. Be sure to update content regularly to keep your website fresh and relevant.
Citation and Listing Management
To increase your visibility, you must keep your information consistent. Having consistent info will also be a great way to improve your reputation by increasing trust in your brand. Citation management is particularly useful in local SEO campaigns.
Optimize Your Website
When it comes to optimization of web pages, you should focus on a copy that emphasizes expertise, exciting headlines, increasing the readability of your content, as well as title tags and meta tags that clearly describe the pages.
If you want to establish authority and trustworthiness, you must ensure that there are authoritative third parties that link back to your content. Focusing on quality as opposed to quantity will help to push up your website in organic searches.
Active Social Media Presence
Maintaining an active social media presence will show that you are well-connected with customers. Proper use of social media will also see you getting positive reviews from happy customers. Positive reviews will improve your reputation, helping you to rank higher among search engine results.
Optimize Your Business
There is no doubt that an SEO audit can benefit your online marketing campaign in a big way. The findings and recommendations of the audit can help you create an effective marketing strategy that will deliver the desired results. At BizIQ, we work with small businesses to help them increase their online visibility.